International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Social Media Behaviour among Undergraduate Students


Affiliations
1 MIS & IT in School of Business, The Assam Kaziranga University, Jorhat, Assam, India
     

   Subscribe/Renew Journal


A new media allows users to connect, collaborate, and create new content, services, communities, and channels of communication that help in delivering information and services. Social media allows community members to share their experiences with the like-minded people in many different ways. In online media, users’ behaviour differs compared to traditional media because situation varies. Users in social media are segmented as fact collectors, information seekers, and love to watch and be creative. The present study aims to uncover social media platforms and providers used by undergraduate students. In addition, the study investigates the social media behaviour of Kaziranga university undergraduate students. To achieve the objectives of study, a framework of six distinct groups of social media based on their actions on different social media platforms (Li & Bernoff, 2008) was applied. Samples of 115 undergraduate students were considered by using a convenience sampling technique. Data was collected using structured questionnaire from the undergraduate students and analysed using statistical techniques. Research indicates that use of social networking sites is at top, with maximum users for Facebook. The study concludes that users mainly belong to the joiners group followed by the collectors and spectators groups.

Keywords

Social Media, Networking Sites, Behaviour, Groundswell, Internet.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Evans, L. L. (2011). Social media marketing: Strategies for engaging in Facebook, Twitter & Other Social Media. New Delhi: Pearson.

  • Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, Massachusetts: Harvard Business School Press.

  • Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer marketing. Academy of Marketing Science, 25(4), 329-346. Retrieved from http://dx.doi.org/10.1177/0092070397254005

  • Hagel, J., & Armstrong, A. G. (1997). Net gain: Expanding markets through virtual communities. Boston, Massachusetts: Harvard Business School Press.

  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. Retrieved from http://dx.doi.org/10.1016/j.bushor.2009.09.003

  • Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90-102. Retrieved from http://dx.doi.org/10.1509/jmkg.73.5.90

  • Akrimi, Y., & Khemakhem, R. (2012). What drive consumers to spread the word in social media? Journal of Marketing Research & Case Studies, 1-14. Retrieved from http://dx.doi.org/10.5171/2012.969979

  • Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. Retrieved from http://dx.doi.org/10.1016/j.bushor.2009.03.002

  • McDonald, W. J. (1996). Interact customer segments: An international perspective. In C. Droge, and R. Calantone (Eds.), Enhancing knowledge development in marketing (pp. 338-344). Chicago, IL: American Marketing Association.

  • Kord, J. I. (2008). Understanding the Facebook generation: A study of the relationship between online social networking and academic and social integration and intentions to enrol, PhD thesis, University of Kansas, USA.

  • Boyd, D. (2007). Why Youth Social Network Sites: The Role of Networked Publics in Teenage Social Life. In D. Buckingham, (Eds.), Youth, Identity, and Digital Media, The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning (pp. 119-142). Cambridge, Massachusetts: MIT Press. Retrieved from doi: 10.1162/dmal.9780262524834.119

  • Gross, R., & Acquisti, A. (2005). Information Revelation and privacy in Online Social Networks (The Facebook case). Proceedings of Association for Computing Machinery (ACM) Workshop on Privacy in the Electronic Society, Alexandria. pp. 71-80.

  • Stutzman, F. (2006). An evaluation of identity-sharing behavior in social network communities. Journal of the International Digital Media and Arts Association, 3(1), 10–18.

  • Tufekci, Z. (2008). Grooming, Gossip, Facebook and MySpace. Information, Communication & Society, 11(4), 544-564. Retrieved fromhttp://proquest.umi.com.eserv.uum.edu.my/


Abstract Views: 294

PDF Views: 0




  • Social Media Behaviour among Undergraduate Students

Abstract Views: 294  |  PDF Views: 0

Authors

Mokhalles Mohammad Mehdi
MIS & IT in School of Business, The Assam Kaziranga University, Jorhat, Assam, India

Abstract


A new media allows users to connect, collaborate, and create new content, services, communities, and channels of communication that help in delivering information and services. Social media allows community members to share their experiences with the like-minded people in many different ways. In online media, users’ behaviour differs compared to traditional media because situation varies. Users in social media are segmented as fact collectors, information seekers, and love to watch and be creative. The present study aims to uncover social media platforms and providers used by undergraduate students. In addition, the study investigates the social media behaviour of Kaziranga university undergraduate students. To achieve the objectives of study, a framework of six distinct groups of social media based on their actions on different social media platforms (Li & Bernoff, 2008) was applied. Samples of 115 undergraduate students were considered by using a convenience sampling technique. Data was collected using structured questionnaire from the undergraduate students and analysed using statistical techniques. Research indicates that use of social networking sites is at top, with maximum users for Facebook. The study concludes that users mainly belong to the joiners group followed by the collectors and spectators groups.

Keywords


Social Media, Networking Sites, Behaviour, Groundswell, Internet.

References